EDITORIAL
Our Stories, Clients, and Marketing news.
Finding A Country In A File That Has No Country Field: Placing 1,587 Accounts
The file arrived with no country field. This is the exact moment most reports quietly invent one, and it is the moment BeanBreaker decided, on principle, not to. What follows is how you place two-thirds of a world without ever once guessing - and, just as importantly, why the guessing is precisely the part you have to refuse, even when refusing makes your headline number smaller. A dataset without a location column is not a dead end. It is a...
Fifteen Accounts Out Of 2,164 Could Not Be Classified By Anybody
Fifteen accounts out of 2,164 could not be classified by anybody, and that is the sentence in the whole study we are proudest of. It is seven-tenths of one percent. It is a rounding error you could bury in any footnote and no reader would ever ask after it. We put it on a shelf instead, in its own labelled box, and left it there. Here is how the box came to exist. The raw material was 202 different platform labels, the free-text things accounts...
The Coffee Shop Was Undercounted By Seventy-Seven Percent And Instagram Caused It
The most expensive mistake in market research is not a wrong number. It is a tidy one. A figure that arrives pre-sorted, already categorised, sitting in a clean column, asking only to be trusted. That is the number that costs you, because a wrong number invites a second look and a tidy one never does. Nobody audits the column that lines up neatly. They build on it. Consider, then, how a platform counts a coffee shop. In the dataset behind...
Ninety Coffee Businesses Never Said What Kind Of Coffee Business They Are
Ninety accounts in the study identify as a coffee business and then decline to finish the sentence. Not a shop, not a roastery, not a producer, not an equipment maker - just coffee business, full stop, as if the noun were doing enough work on its own. It is not. This is the worst-performing coffee category in the entire dataset, with a median audience of 1,784 followers, lower than any other coffee segment we measured. The group that refused to...
A Church, A Safari Lodge And A Paletas Cart: Who Turns Up When You Search Coffee
We went looking for coffee people, and a church turned up. So did a safari-lodge operator, a tattoo artist in Pittsburgh, a coffee farm in Colombia, a woman who reviews romance novels, and a mobile bar cart in Texas that also, when the mood takes it, sells paletas. None of them were the target. All of them raised a hand. That is the strange thing about the assignment behind How The World Talks About Coffee, BeanBreaker Intelligence's August...